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What: Shredded Salt beef
Where: Chilled aisle
When: Launched September 2014
How much: £2/110g
Why: US-style meat products such as shredded beef and pulled pork are all the rage right now - Pulled Pork in a Sticky BBQ Sauce was even declared the winning crisp flavour in Walkers’ Do Us A Flavour campaign in October. Brands have ridden the wave of interest with pre-packed meat, and in September Tesco launched an own-label product - a 110g pack of chilled shredded salt beef that can be served hot or cold as a sandwich filler, in a salad or as a recipe ingredient.
Consumer verdict: Although this was considered ‘new and different’ by nearly two thirds of respondents, initial reception was muted, with pre-trial purchase interest below the category average, and some felt the ‘boring’ pack would fail to attract the eye. The product was heated in a microwave before being tasted and achieved close to the average ratings for the category. While the saltiness divided opinion, the versatility impressed. Purchase intent rose to more than twice the pre-trial level and nearly half claimed they would consider an ‘occasional’ purchase.
Pre-trial purchase: 20%
Post-trial purchase: 51%
Better than what’s out there: 53%
New and different: 65%
Overall score: 36/50
What is Fast Foodfax?
It is a subscriber service that has been running for more than 30 years, offering consumer assessments of new products and allowing comparisons with more than 17,000 products from our database. It is objective, impartial and totally independent, and each product is assessed using original consumer feedback from respondents across the UK. See here for further information.
Fast Foodfax is prepared by Cambridge Market Research , which works closely with The Grocer magazine on a variety of projects including the consumer judging element of the The Grocer’s Own-label Food & Drink Awards and New Product Awards.
Tel. 01223 492 050 Email: Info@CambridgeMR.com
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